Creativity is not enough on its own and must be accompanied by implementation to become innovation. While creative ideas are plentiful, following through on implementation is scarce. The Tata Nano car is presented as a case study of turning an idea into innovation by addressing customer needs, using a target cost approach, and breaking myths about affordable cars. Creative people are often sought for advice but don't take responsibility for implementing ideas. Discipline and addressing practical realities are important to transition creativity into useful innovation.

1. CREATIVITY IS NOT
ENOUGH

3. CREATIVITY DIFFERENT
FROM INNOVATION?
 Ideas are not enough :
- Ideation is abundant, implementation is scarce
- Ideas do not implement themselves, people
implement ideas
 A form of irresponsibility :
- Creative ideas but no follow through
- Relationship of irresponsibility to ideation
 Psychology of the creative type :
- Freewheeling ideas and fantasies
- Responsibility of implementation is a risk

4. CASE STUDY
TATA NANO “THE PEOPLE‟S
CAR”
 An idea converted into innovation
 Inspiration of this idea:
1. Unfulfilled need of customers
2. Unfulfilled need of safe, affordable, all weather alternative.
 Ratan Tata‟s idea was implemented by his Tata Motors Team
 Areas of innovation:
1. Price
2. Target cost approach
3. Promotion
4. Place / result

5. It broke the following myths:
 Cheap means unsafe
 Rear engine cars are unsafe
 Nano will create more pollution
 It will have no storage space

7. • COMPANIES APPROACH CREATIVE
PEOPLE FOR ADVICES.
• CREATIVE PEOPLE DON‟T TAKE
RESPONSIBILITIES
• CREATIVE EXECUTIVE…….THE
COMPANY‟S MALCONTENT.
• THE MOST CREATIVE MEN ARE ALWAYS
COMPLAINING.

8. PROBLEMS WITH CREATIVITY
 WHY ARE THE CREATIVE DOORS
CLOSED??
 WHAT PROBLEMS DOES A CREATIVE
IDEA FACE IN AN ORGANIZATION?.
 TWO WAYS OF MAKING AN IDEA
USEFUL
 A PRACTICAL IDEA CAN CHANGE YOUR
LIFE.

9. EXAMPLES OF BRAND-
CREATORS
Rashmi Shetty- Salman Khan‟s manager

10. BRAND-CREATOR
HAPPY CREATIVE SERVICES
 'Don't shop, Flipkart it!„
 For the current shoppers of flipkart.com

11. Making Ideas Useful.
 What is the answer for the man with a new
idea?
• He must work with the situation as it is.
• Behave responsibly.

12. Deciding Factors:
 Position and Idea.
 Complexity of the Idea.
 Nature of the Industry.
 Attitude and Job of the Person.
Need For Discipline
Parkinson‟s Flaw
From Creativity To Innovation

13. CREATION GONE WRONG
AAKASH TABLET
 35$- low priced tablets
 Ambition Not Enough
 Reasons for failure- poor hardware, poor
connectivity, low memory
 No Entertainment, Comparable to mobiles.

14. PRESENTED BY
 ABHISHEK SINGH- 168
 JIGNA SANGHANI- 150
 PUJA THAKKAR-
 SNEHA R. SAHANI- 159
 VIKRANT TENDULKAR-
 ZUBIN MEHTA- 147